Netflix VS The Blueberry Market… Where to find the best entertainment?
By
| 2 July 2025
Guest article by Diego Castagnasso, a fresh produce and blueberry industry expert. Loud, opinionated, INFORMED! Diego writes DC’s B-Side’s newsletter as he speaks and speaks as he writes. You can subscribe, under your own peril, to his newsletter here or visit his less fun (for now) website Drip Consulting.
Netflix VS The Blueberry Market… Where to find the best entertainment?
It was Thursday, around 5:00 p.m., when I received a message from a friend and colleague…
He knows I’m drawn to any new “episode” in the ongoing drama of the blueberry industry.
“Dos de los principales productores de #frutos #rojos de #Australia, Mountain Blue y Oz Group Co-op, han firmado una alianza estratégica de marketing bajo el nombre de The Berry Collective…”
What my brain processed:
1st thought… MBO and OZBLU are merging….
2nd BIG power move…
3rd NEED TO KNOW more ASAP!!!
More than half an hour of searching… There was ZERO news about the alliance…
I felt frustrated…
I felt confused (why couldn’t I find anything?)…
I eventually realized it wasn’t just a message — there was an entire article, and..
…This is the best part…
The companies involved were MBO and OZ Group Co-op, and not OZBLU…
Yes…!
I know…
I know…
Now back to business….
Is the “Berry Collective” less relevant if one of the partners is OZBLU instead of the OZ Group Co-op?
Not at all for the Australian blueberry Market…
But for the international markets, OZBLU might have been a bigger twist in the plot…
Why don’t we take a look at the Australian Market while we are here?
Fresh Blueberry Exports By Partner | Cultivated Conventional
Fresh Blueberry Exports By Reporter | Cultivated Conventional
While Australia is an important producer, its exports are not yet highly relevant, despite its growth.
Plus, its main export markets are Hong Kong, Singapore, Thailand, and Malaysia, where Costa and Driscolls (ex-commercial partner? of both Oz Group and MBO) have a big footprint.
So WHY now?
Were they triggered by the consolidation trend that is happening worldwide?
OR
Was it what happened with Costa and Driscoll’s just a year before, and right there in their own backyard?
I DON’T KNOW the true reasons, but if I were a betting man…
I would bet that…
The Berry Collective is essentially a local answer to a clear pattern: big players are consolidating to control genetics, supply chains, and market access.
And… It shows that even in “smaller” markets, local players are adapting by forming alliances, rather than being left behind or acquired.
Looking at these trends, I’m curious what questions different stakeholders might be asking.
1. Like Small/Medium Producer
a. Will I be squeezed out by these mega-alliances?
b. How can I access premium varieties when big companies control genetics?
2. Large Producer.
a. Is this the right time to expand, or should I seek a strategic partner?
b. How do I protect my regional market share against global players?
3. A Global Producer.
a. Which smaller players should I acquire to strengthen my supply chain?
b. How do I optimize production timing across my global operations?
c. Which new regions offer the best expansion opportunities (Africa, Asia)?
4. Or big Importers.
a. How will supplier consolidation affect my negotiating power and pricing?
b. How do I manage supply risk when fewer companies control more volume?
5. The Money Guys (Investment Funds)
a. Which geographic regions offer the highest growth potential (Southeast Asia, Africa)?
b. Should I bet on genetics/breeding companies or production assets?
Are you asking yourself these questions and need a hand with the answers…?
I am just a CALL away!!
Have a GREAT WEEK!!!
And remember, if you liked what you read, send it to a friend; if not, unsubscribe…
PS: Don’t tell me that you can’t see the blueberry industry as….
Let’s say
“Succession” The HBO drama about a powerful family business where everyone is vying for control, mirrors the fierce competition, leadership struggles, and strategic alliances among major blueberry players like Driscoll’s, Agroberries, Hortifrut, UNITED Exports, etc. The constant maneuvering for market dominance and the question of “who’s next” in leadership are spot on for the current industry landscape.
PS1: You might think I was being too MUCH, that it was a simple mistake, but NO!! Because in my family, I am the one who is ALWAYS telling the rest…
Read this with an ACCUSATORY TONE… “that happened because you NEVER pay attention when reading”
Of course… Karma is a beach!
PS2: Oh! Someone told me that I didn’t offer the “B-Siders” the chance to buy the report…
True! My bad… I forgot to add the link in the newsletters…
But remember that you have until Tuesday, July 1st, 00:00hs (Montevideo time)
Writting by Diego Castagnasso
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